Richard Tubb's Blog, page 7

12 Ways to Attract More Profitable Clients to Your Business

As a business owner, your goal is to keep things growing and to build as much revenue as possible! And, if you genuinely care about what you do, you’ll get a kick out of helping your clients reach their goals, too.

Regardless, there might come a time when you notice that you could use a little kickstart in the revenue and client base department. 

It’s not always easy to see where your MSP could be losing money, or even where you could make more. Therefore, I’ve put together a guide on a few different strategies you can use to encourage more profitable clients to join your business.

Remember, you need to think carefully about finding clients that are genuinely profitable. Sometimes, having more clients isn’t always better than having a few that are valuable and steadfast.

With that in mind, let’s dive straight in with some tips on how to bring more profitable clients to your MSP.

1. Go all-in on SEO

Search engine optimisation, or SEO, is pretty much the lifeblood of online search, specifically Google, where the vast majority of people who find you via the internet are likely to be coming from.

SEO used to be all about making sure you added the right keywords in the right places. However, that’s no longer as cut and dried. A website with a good SEO strategy needs to be fully optimised if you really want to find the most profitable and most relevant clients for your business.

For example, you’ll need your website’s loading speeds to be super-efficient, you’ll need to have several ‘landing’ pages to attract searchers from specific keywords and terms.

You’ll also need to do some internal website tweaking to make sure Google knows what you have to offer and that you’re legitimate.

That can all be a lot of work. So, I’d seriously recommend working with an SEO specialist and a web design agency that can take care of all your content tweaks and SEO checkboxes for you.

With a solid SEO strategy, you’ll appear more often to people who are looking for your specific types of services, meaning you’re more likely to bring highly valuable customers on board.

2. Set up a Referral Scheme

While cold pitching and calling definitely have their place (and absolutely drive results if you get them down pat), I’m a huge fan of referrals and referral schemes. 

Some MSPs are lucky enough to coast by on word of mouth alone provided their services are strong enough. And while that’s probably not enough to be building revenue on, it’s a great starting point for finding more profitable clients.

With a referral scheme, you’re taking polite advantage of your existing clients’ networks. The people your clients work with elsewhere are likely to have similar work ethics, especially if they come recommended.

So, instead of cold pitching in the dark, try reaching out to new clients through your longstanding customers. You could set up a mutually beneficial scheme, for instance, with a referral programme that offers discounts or extra perks if customers refer a client that generates X amount of value.

This is also a great way to make good on some of your strongest vendor relationships. All vendors and third parties should know that there are mutual benefits to reap across any commercial partnership and you’re only asking for a little bit of feedback and some positive connections in a new direction.

3. Create a High-Ticket Offer System

If you’re struggling to build revenue on the back of your typical service offerings, it’s perhaps time to look at a few online marketing techniques that you might not have tried before.

One of the most effective ways to encourage people to take up services that pay you your worth is to guide them towards high-ticket offers.

High-ticket offers are the best of the best packages and services, which might be sold at a slightly higher price than you’d usually value yourself at.

Too many of us value ourselves far too cheaply for the time, effort, and expertise we have to offer. So why not price yourself reasonably, and encourage customers to pay that rate?

To do this, you could set up three package rates for a specific service, say, and place your high-ticket offer in the middle.

You could label it as the ‘best value’ option (which it legitimately is) and price up an even more expensive package to dwarf it.

This is a marketing technique that’s great at helping people to see your worth and to drive them to invest more in what you have to offer.

Going high-ticket can be tricky at first because it’s not always easy to value yourself and what you do, but just ask your most valued customers for feedback and they will surely boost your confidence!

4. Niche Down Into Areas You’re Genuinely Qualified in

It’s not easy to stand out as an MSP. There are thousands of you out there, and most of the time, you and your competitors are likely pitching yourselves as all-around experts who help people save time and money. That, of course, is the end game for a lot of paying clients.

However, it’s a good idea to try and stand out from the crowd a little if you have a specific strength or niche interest. For example, could you offer specific insight into how AI might help your clients?

Are you ahead of your competition with regard to generative AI, and how to harness it to support customers who are pulling their hair out?

If you have a genuine interest and proven expertise in a specific area that could support highly niche customers, it’s time to lean into it. If you’re not sure what your new USP could be, it’s time again to canvass your clients and customers, and even members of your team. 

If you appeal to a highly specific niche, you’re going to find customers who will have struggled to get those needs met with more generalised MSPs and services.

It’s a bold strategy, not one you have to go all-in on, but a technique that could help you find more valuable and profitable clients sooner rather than later.

5. Focus on Adding Value to Your Services

This is a big one. Just like hunting down your USP and appealing to niche needs, you need to take stock of what you have to offer and add extra value so that new clients (and maybe some existing ones) can see that you provide fantastic expertise for your pricing.

I’m not saying you should offer absolutely everything you can possibly do at your absolute cheapest rate. What you can do, however, is think about additional help your clients might need on top of the services you already offer.

Yet again, it’s time to talk to your customers. Ask your existing clients for some constructive feedback. Are there any areas where they’d like you to branch out into? Is there anything else you could do for them that would drive up the value of your service?

Take down that feedback and consider offering modular enhancements to your existing packages. You don’t have to reinvent the wheel, but you could offer an add-on service.

That could be something like cloud security in addition to basic malware scanning at an affordable rate. Not everyone will want this add-on, of course, but those that do will see that you cater to their needs for a small extra fee each month.

Again, it’s a neat marketing trick that can help you build more bespoke and more valuable packages for prospective clients.

6. Aim to Work with High-End Vendors

This one’s a bit of a doozy. Not everyone wants to partner with the biggest vendors under the sun, but those that do have a chance of landing some high-paying, regular clients.

Let’s say you’re aiming to work with the likes of McAfee, a giant in malware protection. Don’t worry if this sounds unrealistic as it stands, let’s just follow the train of thought.

This is a brand that’s likely to have partners of its own with clients that could be referred through to you. People who work with the likes of Microsoft, say, are going to court other high-profile firms and clients that could bring even more value to your base.

Beyond that, high-profile vendor relationships are great for drumming up trade with the wider public. Brand recognition is a huge deal. And if anyone is having doubts about getting started with you, seeing a name they recognise as part of your vendor lineup might just tip things in your favour.

That said, this isn’t a strategy that’s always guaranteed to work. It’s also a pretty bold move that’s going to need some careful networking and cold calling on your part. And yet, if you can pull it off, you could oversee some incredible growth in a short space of time.

7. Drill Deep Into Your Data

If you’re really keen to bring in more profitable clients, a good place to start is to simply look at your existing books. Where are your most profitable customers coming from? Are there any needs or wants that you’re missing, and that you could market to?

Breaking down financial data lets you see your bottom line with much more clarity. It also helps you to see if there are any periods of feast and famine that you could effectively eradicate with a more reliable, more sustainable channel of income. 

Think carefully, too, about the packages you have to offer, and your current USP (which I touched on briefly above). Has it been a few years since you last refreshed your offerings?

Can you be sure that they are in step with what your target audience actually needs – and are you competing effectively against your rivals both on pricing and value?

You should also dig deep into negative data. Do you have any critical feedback that correlates to show you where you could be making an extra profit? For example, does extra revenue simply mean retraining your staff in specific areas?

If you can, it’s also worth checking your sales analytics to see if there are any clear points where your prospects are dropping off before getting on board with you.

Some CRM software, for example, let you break down each point in your prospects’ journeys so you can pinpoint what ‘turned away’ valuable customers.

It could be something as simple as making your sign-up process easier to understand, or leaning less into the hard sell. If you can see that there’s a common point in those journeys where potentially high-value prospects are leaving the funnel, that’s where you should refocus your efforts in future.

8. Build Relationships, not Sales

This is something we always come back to at Tubblog. Yes, your aim is to make a profit and to sustain your business for years to come.

However, there’s fantastic value in positioning yourself more as a strategic partner rather than as someone who merely sells a certain type of service to fill a basic need.

The most profitable and longest-lasting client relationships, in my personal experience as a business owner, are those where you carefully foster mutual respect and look for new ways to offer each other value.

We’re human beings, after all. Despite the fact that we all know this is business, business is much more palatable when you’re working with a vendor or a strategic partner that genuinely has your back.

As the old and slightly cheesy saying goes, ‘give 1000%’. That doesn’t mean going above and beyond to the point of exhaustion, but rather, focusing your efforts on really wowing your clients to build stronger relationships. 

Not everyone will be receptive or will even reciprocate your efforts. In which case, you’re going to have to be ruthless sometimes, and also trust your gut. 

However, if you lean into business with an attitude that you want to build working relationships, rather than quick sales, you’re likely to find highly valuable customers who will want to stick with you for the long haul.

 

9. Let Clients Customise Their Packages

This is yet another bold move that might not work for everyone, but it’s a handy way to give your prospective clients some extra control before they even reach out to you.

One complaint you might have heard over the years is that your packages or offerings are perhaps too rigid, or not scalable enough to move with people’s needs. That’s not a criticism of what you might have to offer, it’s a general observation! 

You will, unfortunately, always find customers who want more ‘give’ than you are physically or reasonably able to support.

However, if you can, think about making your offerings a little more flexible. The model I’m suggesting here is to go fully modular. Instead of giving flat-rate, flat-service packages, give people the option to add and remove certain services to build their own custom coverage.

This might be complex to manage behind the scenes, but again, it’s not a guaranteed fit for all. However, you could find you appeal to customers who would otherwise avoid flat packages because they have highly niche needs.

Beyond this, you could go the fully bespoke route and build packages for customers per case. That means every package you support is different. And your clients feel extra supported and extra valued. Word will spread, and you’ll start finding more profitable clients, too.

10. Show That you Understand the Modern Threat Landscape

As an MSP, it’s your job to assure your clients that their operations are in safe hands. And, with the global threat landscape ever changing thanks to technological evolution, they will also want to know that you have your fingers on the pulse.

So, demonstrate your knowledge of cybersecurity trends, and that you are au fait with AI, the Internet of Things (IoT), and even quantum computing if appropriate!

You need to show your prospective customers that they will be partnering with someone who understands modern technological needs and threats, and that you can help them scale up as times change even further.

Showing that you are a flexible, knowledge-hungry resource that’s always willing to adapt and learn new things will also show your prospects that you’re a firm with long-term partnership potential.

The most profitable clients won’t want to waste their time on outfits that know the buzzwords but can’t back up their marketing.

Do your research, embrace new technologies, and create a reassuring, knowledgeable public persona. Be someone that customers will feel safe and reassured about working with, and never worried about having to jump ship from when tech starts to get scary again.

11. Network, Network, Network!

Networking can seem pretty scary even for the most experienced of business people. And, while you might not always make big connections through networking, it’s still good for you to scope out other business owners in your local area.

Ultimately – and you might well have learned this lesson by now – you are never going to land the biggest, most profitable clients by waiting for them to come to you.

That means you’re going to need to put yourself out there, to start building new client relationships, and to find opportunities in the individual conversations you open up.

Networking, as mentioned, isn’t always easy. However, Richard’s book, Business Networking For Geeks, helps to break down some fantastic tips and strategies to help you reach out and start building some profitable relationships.

Here’s a quick first tip – as discussed earlier, don’t push the sale. Look at networking as an exercise in making connections, learning more about people, and finding new opportunities. Sales and referrals are just nice little bonuses.

The opposite way of thinking can put a lot of business owners off from getting into networking events. So, try and keep your expectations in check and your mind open.

You never know who you’ll meet or what you’ll achieve when you network – take the time to really get to know people and, if there are in-roads for you to offer support, take them!

You can find Business Networking For Geeks on Amazon and through other retailers.

12. Host Your own Webinars

Ever attended a webinar before? If not, they can be super informative and offer great opportunities for you to meet people who could offer you referrals and client opportunities.

In fact, a great way to really put your name out there and to start making more business connections is to host your own webinars!

Webinars are like seminars that people host online. Through a webinar, you can explore a topic that’s important to you or your business, or show attendees how to take strides in their own businesses, capitalising on your own experience and expertise.

Webinars are fantastic at building authority and selling your USP. Think of them as digital networking events where you are at the centre –  provided you can put together a strong presentation and make sure to practice your public speaking skills, there are no reasons why you can’t pull an event like this off!

As with networking, however, remember that there’s never any kind of guarantee what sort of interest or connections you might make through webinars. So, keep an open mind, research topics that interest you, and start drumming up interest. Oh, and make sure you keep them free to attend, too!

Conclusion

Finding more profitable clients isn’t an exact science and you might well have tried some of the above before!

However, if any of the above tips are new to you, try them on for size. Some will require you to take bolder steps than you might be used to, but that’s part of the journey when it comes to running an MSP!

Don’t forget to dive into our TubbTalk archives for tips on how to build and maintain sustainable MSP services and drive genuinely valuable clients into your business.

14 Ways Your MSP is Losing Money Without Realising It

I think we can agree that unfortunately, we all live in an age where we all feel the pinch. For many MSP owners, too, that means having to cut back on resources, expenditures, and even setting up with new vendors. So your MSP might be losing money.

And for all you might be making some broad cuts to your business spending, you might still notice that you’re struggling to keep your head above water.

You’re not alone. The truly shocking fact is that businesses in the UK that are currently in ‘critical’ financial distress have increased by more than 50%, quarter on quarter. That’s covering all businesses across all industries – but many MSPs are certainly part of that number.

The answer isn’t that your customers simply don’t exist, or that there isn’t a market for what you have to offer. It’s that you need to think a little more creatively about how you’re marketing and developing your services while the world around us changes.

As a business owner myself, I know that things can fluctuate – and that, unfortunately, there are always some sneaky areas where you might be leaking money and not even realise it.

This article is a little bit like holding a mirror up so that you can take stock of what’s happening behind the scenes and to try and tighten up your cash flow to endure months ahead. Lean times are all around us.

But believe it or not, there are ways in which you can ride out financial storms just by making a few simple changes.

So, I’ve brought together 14 potential ways that your MSP could be losing money without realising it. Remember, however, that not all of these ways will apply to you, but do use them as food for thought to help inspire a bounce back.

You never know – there could be some hidden costs and expenses buried in this list that might just give you a lightbulb moment!

So, without further ado, let’s dive straight into 15 reasons why your MSP could be losing money and how you can plug that hole, fast.

1. You’re Charging too Little 

If you don’t seem to have many problems finding or keeping clients, but still seem to be losing money – or, at least, keeping your head above water – it might well be that you’re just not charging enough for your services.

It’s tempting to low-ball clients and customers simply because the competition is fierce. However, it’s important to know your worth and to start planning for calculated risks.

The best thing you can do with regard to pricing is to regularly assess the market. What are other MSPs in your niche offering, and at what rates? What’s the average consultation cost? Could you potentially price your unique selling proposition as a high ticket offer?

Take stock of your current base of clients. Is there room for you to take risks, such as to increase rates for new customers, while keeping current clients on board?

Above all, you should be balancing your expenses and your income regularly; it’s just basic business sense. But don’t be afraid to actually charge what you’re worth. You’ll be surprised at what people are willing to pay for high-quality support.

2. Your Vendors Aren’t Offering you Transferrable Value

It’s easy to leap into vendor partnerships because you like the brand or because they’re a well-known name that you feel could be advantageous from a marketing perspective. 

However, if you’re barely seeing any custom roll in because people want to take advantage of this partnership, or your relationship isn’t providing much knock-on value to existing clients, it might be time for a re-think.

Specifically, it’s worth breaking down the vendors you’re partnered with and working out the value and revenue they generate for you. This doesn’t have to be ‘hard cash’ right away. Just having expertise in a niche area on side can help to make your services more appealing to wider audiences, for example.

Essentially, I recommend balancing the costs of working with your vendors alongside the revenue and value they’re offering you.

It can be hard to call time on vendor relationships, so by no means take any big decisions lightly. However, there’s simply no point clinging on for the sake of sunk cost, so audit and spring clean your vendor list to make sure your MSP’s not losing money.

3. Your Sales Pitches are out of Whack

Ok, whether or not you like sales, it’s a crucial facet for business growth. Only the luckiest among us manage to grow and thrive on word of mouth alone, which means pitching and marketing are going to need to keep you afloat.

If you’re finding you get fewer and fewer connections from your current pitching strategy, it’s time to change it up!

Start by asking for feedback from happy clients. What was it about the way you approached them that made them want to do business with you? Are there areas of your sales strategy that could be refined?

Could you refine your sales approach with automation and delegation? Perhaps by making room for a freelance salesperson if expenses allow?

Above all, look at your rivals’ messaging, too. I can’t stress enough how important it is to keep your fingers on the pulse so you can make a breakthrough!

That said, you’re not the same as your competitors – so always try to keep your messaging and branding as unique as possible, while learning from what others do well.

4. Your USP Needs Refreshing

Finding your unique selling proposition is tricky in and of itself. However, the scary and very real fact is that, over time, people’s needs – and technological demands – evolve.

With the rise of AI and automation over the past few years, for example, some companies that once thrived on offering more basic support may have found themselves priced out of the market.

In which case, it’s time to go back to the drawing board. You don’t have to completely reinvent yourself, of course, just think carefully about any features or add-ons you could slide into your offerings that could increase profitability.

Once again, check out the competition, and ask your clients for feedback. Where could you add extra value to your offerings that could make the price people pay more appealing? 

You don’t have to be the next Steve Jobs and invent something ground-breaking. Just listen to people and focus on what they need, with a view to designing a scalable package that can endure the unexpected over the years to come.

Remember, it’s important to try and keep your unique personal brand in focus, but change up what you offer as your most appealing products or facets.

5. There are Gaps in Your Business Knowledge

Fair warning: I’m not being mean, here! Not all of us start businesses knowing exactly how to keep them running, how to make sales, or how to sustain revenue during periods of economic uncertainty. It might be that there are gaps in your knowledge of how to run an MSP that’s losing money without you realising.

Whether or not you have formal training or education in how to run a business, there is never any harm in getting some top-up knowledge, especially if you are concerned about where money may be going in times of uncertainty. 

You could look into taking on some extra education, network with other MSP owners, or dive into some of the Tubblog and TubbTalk archives for more inspiration!

Personally, I think it’s great to get fresh perspectives on running businesses, regardless of your operation and niche. There could be some tricks and techniques you’re missing out on to start harnessing your spending and bring revenue back in.

6. Your Billing System Just isn’t Working

As business owners, we all try to make sure numbers crunch and everything lines up as we expect it to. However, when you’re just trying to run a business from day to day, it can get tricky trying to balance all those spreadsheets and financial streams.

Many of us have accountants who can take care of the trickier side of financial admin for us. However, some MSP owners prefer to try and balance the books themselves.

This can be worthwhile if you have a head for figures, but it can leave you open to missing areas where your MSP is losing money without realising it.

In which case, now is also a great time to check your billing process and to ensure that your accounting makes sense. Check your invoicing, receipts, expense records, and tax returns.

And enlist the help of an accountant, even for just a one-off project, to comb through your finances and see if there are any weaknesses in the books.

7. You’re not Selling or Tracking add-on Work

Again, not everyone likes sales, and especially not the hard sell. However, in a world where add-on services and modular subscription models are increasingly the norm, you could be missing out on some serious revenue, or even losing money because your packages aren’t offering enough value (or temptation!).

Consider ways in which you can enhance your services with add-on packages and perks that your rivals are selling elsewhere. And, if you’re already doing add-on jobs for your clients, make sure to bill for them!

Be explicit on the work you’re doing for clients, too. If you are doing work pro bono, make sure it’s firmly established in a contract. Otherwise you might find that you’re out of pocket on freebies that just keep stacking up.

Try and rein in the generosity wherever possible and value your time and effort. That goes for the team, too!

8. You’re not Tracking Time Effectively

If you’re completing work that’s billable by the hour, you should certainly keep a tight rein on how much time you’re putting into client projects.

You might, however, find that you occasionally round up or down, meaning there are going to be some gaps where you’re simply not being paid for the work you have legitimately done.

Much like how I mentioned that you should always consider your worth (and that of your team), it’s crucial to keep track of any time you put into projects, too. Otherwise, all that lost time, even if it’s just a few minutes here and there, will start adding up. That can all equate to lost business and revenue.

So, try making a few positive changes to the way you manage your time and workloads. For example, you could introduce time tracking software and applications such as Toggl, which help you to accurately record time spent on projects so you can bill more efficiently.

This type of software can also be an asset when breaking down project management statistics and even proving your worth to vendors and clients!

9. You’ve got Tons of Unnecessary Licences

It’s probably tempting to kit out your technology stack with as many different functions and features as possible. After all, you want to be prepared for every eventuality, and to offer your clients the best value service possible.

However, that all becomes poor value for you, when you’re paying out for software licences that you’re simply not using.

There could be a few hidden tools behind the scenes that just aren’t serving any kind of purpose. Consider tracking how much you use certain programmes and software to try and measure their worth.

Apple devices, for example, have screen time tracking, which helps you to break down where much of your productivity is going.

With this data, dive in and weed out any software in your stack that is either barely being used or isn’t even getting opened.

Or, be more ruthless and consider which licenses aren’t driving value for your firm (as in, they’re simply not helping you be productive with the most lucrative projects).

You might be surprised at which programmes have escaped your sight over the past few months and how much you could save over the next year just by scaling them down.

10. You’re not Upselling Clients

This is similar to my point about not adding add-on services. The clients you work with likely want you to do a very specific job over a certain period of time.

But are there ways you can add extra value to their project at the start? Or at the end of a project or working period, you might find there are opportunities where you can give your customers more value and tempt them to keep working with you.

Your MSP could be losing money if you’re just doing the bare minimum, most of the time, and your clients go elsewhere for add-on services and extra support once they’ve finished with you.

Make life easier for them, and build more revenue for yourself, by checking in throughout your work with them and finding areas where they could save money when they work with you in the future.

Not everyone is so comfortable with upselling right away, but it’s a valuable exercise for capturing additional revenue, especially if you’re finding that income is starting to wane.

11. You Don’t Have a Referral programme

It’s easy to assume that you can just keep getting business from your regular clients through word of mouth, but that isn’t always the case. With a strong referral programme in place, you could find a whole new passive stream of income.

Referral programmes are great for harnessing the power of client relationships and finding other customers that come recommended by those you’ve worked with for some time. You’re essentially letting your clients warm up future customers for you.

Try to make your referral programs appealing to your clients and customers, too. Offer a discount off future services, for example, or add in an extra service or perk that you can easily cost.

Ultimately, you want to offer rewards that are easily paid for with the income you’ll get from referred clients.

12. Your Solutions are Becoming Overly Complex

It’s easy to lose customers and even to deter others just because your processes aren’t as cut and dried as they seem. Many firms just want to get from A to B with as minimal fuss as possible, and in many cases, they’re willing to pay a little extra for the privilege.

You could be losing repeat custom or even failing to complete projects because clients are getting confused or overwhelmed by the programs you use or the processes you follow.

With that in mind, it’s always healthy to take a good look over your processes and to lay everything out flat, systematically, so you know where to trim fat and potentially save money in the process.

Think of your business processes as flowcharts. How do you get from A to B? What steps do you typically take, and are there any you can cut completely to help make things simpler or more affordable?

The simpler the process, the fewer headaches you and your customers are likely to have.

13. You’re Hiring People Unnecessarily

This can be a bit of a doozy. It’s always good to ask for help, and in areas such as administration, technical support, and accounting, it’s wise to have trained experts on hand who can take care of the more intricate or complex concerns you have across the running of your MSP.

That said, it can be easy to hire too many people, or to bring on board experts where there really is no need. This isn’t just overstuffing and overcomplicating your team roster, it’s also driving up your expenses unnecessarily.

Instead of setting up recruitment drive after recruitment drive, take a good look across your workforce and see if there are any opportunities for you to upskill or retrain in areas where you need more support.

One of the best ways to canvas for this is to build training feedback into personal development plans. For example, you could ask individuals in your team if there are any areas they’d like to develop in, and if there are any opportunities they’d like to take in-house if given the chance.

With this information, you can align responses with your operational needs and save money on recruiting new people outright.

That’s not only going to save you money, but also time on onboarding and training from scratch, and you’re also likely to retain talented people who just want to be valued with various development opportunities.

Check out what Richard and Uptime Solutions’ Jason Kemsley have to say about the power of outsourcing via Tubbtalk.

14. You’re Wasting Money on in-House Resources

Lastly, this point ties in a little with the one above. You might be wasting money on employing full teams of experts in areas where you don’t really need so much time applying.

For example, if you have a full web design team and your site needs minimal oversight, you might be wasting money just paying salaries and benefits to people who are sitting idle.

Instead, think about avoiding blanket salaries and fees for entire teams and consider where you might be able to outsource to individual experts.

Outsourcing has become more acceptable and accessible for MSPs and other businesses as a result of the remote working boom, meaning there are more avenues and opportunities available in this regard than ever before.

The difficult side to this, unfortunately, is restructuring your company if you already employ large teams and want to trim some financial fat.

That could mean laying off some staff, unless you focus on upskilling instead – which is a great way to retain people and avoid some awkward conversations.

Conclusion

No matter the size, scope, or niche that your MSP works in, there might always be some scenarios where you are losing money without realising it.

However, that doesn’t mean you have to continue leaking money or missing out on opportunities. And as you can see, there are plenty of ways to rethink strategies and to stay profitable even through uncertain times.

What do you think? Has this given you some food for thought on how you approach your MSP business finances? Let us know in the comments!

TubbTalk 177: Building a Strong MSP Community at IT Nation Connect

Peter Kujawa is a seasoned executive attorney and industry leader with a wealth of experience in the MSP space. He now heads up the service leadership at IT Nation, part of the team at ConnectWise, overseeing IT Nation Connect, IT Nation Evolve peer groups and the partner advisory councils.

An Interview With Peter KujawaHow the IT Nation Team Fosters Their Community

Peter explains that community is part of the mission and vision of ConnectWise corporately and IT Nation. “It’s what makes us do what we do. If you look at the leadership within IT Nation everybody is really committed to the sense of community.

“We know the power of community. Most of the leaders in IT Nation were at MSPs that were part of Evolve and part of the community. We’ve arrived here from different places, but what we want to do is help MSPs go even further.

“We’ve all received the benefit of the community stepping up to support us, which has impacted our lives tremendously. So we want to give back. And having a whole team focused on that means we get excited about events and the peer groups, and we do a great job.”

The Biggest Mistake MSPs Make When Trying to Scale

Peter says there are lots of mistakes MSPs make, so he suggests looking at it another way – what they can do to build a profitable, scalable business. And his suggestion is to not go all-in on a service offering, because it’s so hard.

“So my first bit of advice to any MSP is really understand what you’re doing well and what you’re not doing well today. Double down on what you’re really strong at. Understand the value of benchmarking, and you can keep tweaking what’s working.

“Next, I’d say the biggest thing that divides best in class from the rest is their willingness to change. It’s hard and painful, and can mean getting rid of clients or staff who are no longer a good fit. Sometimes you even have to admit you were wrong about things. But it’s all necessary.”

Why High-Achieving MSPs are Drawn to IT Nation

Peter’s belief is that high achievers have a way of finding other high achievers. “Interestingly, half of the people who were at the opening keynote were first-time attendees at an IT Nation Connect Event.

“So how did they end up there? They must have heard about it from someone they know and trust to recommend good events. That could be a colleague, a podcast or a newsletter.

“I think high achievers are magnetic. They pull each other in and they have a way of finding each other. The community is special. Anybody who comes to these events, anybody who gets involved almost instantly recognises that the community and our services are really special.”

The Big Opportunities for MSPs Right Now

Obviously, the biggest opportunity that everyone is talking about is AI. But in Peter’s opinion, MSPs should embrace automation and the positive changes to business models. It’s so important that they need to dedicate resources to it now.

“The first wave will automate a lot of level one tech functionality,” says Peter, which will allow MSPs to add customers without adding level one techs at the same proportionate rate. “This will see gross margin improvement as a result.

“But it’ll be three to five years’ time before it impacts every area of the MSP’s business. Sales, marketing, project management and delivery. Even executive management.

“It’s exciting and MSPs need to embrace it. It’s not going to put you out of business – it’s the opposite. Once you get it right internally, you can build an offering to help your customers do the same in their businesses.”

Why AI Isn’t Taking Jobs From MSPs

Following on from his thoughts on automation, Peter then explained why he doesn’t think AI is a threat. “What I think is likelier to happen is that as MSPs build this efficiency into their operation. And that means they’ll need fewer employees.

“Let’s say you have a 20% staff turnover and you’re growing your business at a 10% rate. So instead of replacing one of those people who leaves, you can you can add some customers and not have to backfill. But you won’t have to downsize.

“I’d recommend any young person coming into the MSP space to learn as much as they can about AI. Many legacy employees don’t have the experience in it, which puts new people at an advantage. Overall, using AI will be a positive transformational thing.”

How MSPs Leverage IT Nation Evolve Membership for Success

To assume that everyone who joins the peer groups are already successful is a fallacy, says Peter. In fact, the opposite is true. “They come to us when they finally recognise that they need help.

“The most gratifying thing for me is when I’ve made a suggestion, they act on it, see a difference and tell me how much it helped. What a lot of members tell me is that by coming to the meetings regularly, they start to see what they need to do to improve. Benchmarking (against others) helps with that.

“They get clear on what they need to do. Maybe they have to make some difficult decisions, but in the long run that helps them make big changes. I’ve seen MSPs grow to million dollar businesses or get acquired, and they credit those successes to the peer groups.”

How to Connect With Peter KujawaIT NationFollow IT Nation on XLike IT Nation on FacebookFollow IT Nation on LinkedInFollow IT Nation on InstagramConnect with Peter Kujawa on LinkedInHow to Connect With MeSubscribe to TubbTalk RSS feedSubscribe, rate, and review TubbTalk on iTunesSubscribe and rate TubbTalk on SpotifyFollow TubbTalk on iHeartRadioFollow @tubblog on TwitterMentioned in This EpisodeIT Software: ConnectWiseMSP community event: IT Nation ConnectPeer groups: IT Nation EvolveBook: Bob Burg:Consultation solutions: Service LeadershipPodcast: Richard’s interview with Dan ScottYou Might Also be Interested inPodcast: How Monitoring Your MSP Metrics Leads to Profit and GrowthNetworking Tips for MSPs: How to Build Relationships That ConvertPodcast: Travelogue: IT Nation Connect Europe 25

 

The Hidden Cost of Hiring for MSPs, Helpdesk Habits Course, and Pax8 Beyond EMEA 2025

Ever feel like you’re drowning in MSP resources? I get it. Information overload is real. But here’s the thing: Not all resources are created equal. That’s why I’ve handpicked 5 groundbreaking tools for MSPs in my latest Tubbservatory weekly roundup:

1. MSP Guide to Staff Augmentation by Uptime

Recruitment is a major focus for many MSPs in 2025. Beyond salaries, there are hidden costs like insurance, holiday, sick pay, and learning and development. Uptime’s latest eBook on Staff Augmentation is a must-read to help manage these challenges and reduce recruitment headaches.

*Download the eBook.*

2. Helpdesk Habits: Soft Skills for Engineers & IT Support Technicians

Enhance your Service Desk with Helpdesk Habits, a customer service training programme by MSP expert Mark Copeman. Perfect for onboarding recruits or refining existing teams, this course provides essential soft skills training.

*Enroll in the course.*

3. Building a Powerful Networking Learning Lab by Tom Lawrance

Dive into the world of networking with Tom Lawrance’s insightful video on creating a learning lab. From VLANs to client network emulation, it’s a comprehensive guide to enhance your networking skills.

* Watch the video.*

Tubbservatory: The 21 March 2025 Weekly Video

 

4. Struggle: The Surprising Truth, Beauty, and Opportunity in Life’s Challenges by Grace Marshall

Life can be tough, but Grace Marshall’s book “Struggle” offers profound insights into turning challenges into opportunities. It’s a perfect read for those feeling a bit overwhelmed.

*Get the book.*

5. Pax8 Beyond EMEA 2025 – Amsterdam, Netherlands

Mark your calendars for 5-7th October 2025 as Pax8 Beyond EMEA comes to Amsterdam. Last year’s event was a highlight for MSPs globally, and this year promises to be even better. Tickets are selling fast!

*Register for the event.*

There you have it – your 5-a-week for the MSP industry. If you enjoyed this roundup, you’ll love my weekly MSP Insights email. Join thousands of other MSPs and sign up at tubb.co/nl.

P.S. Remember to support your local businesses – they’re the heart of our communities, and your patronage can make all the difference in their growth and resilience. How does your business support local enterprises, and what impact have you seen from community involvement? Share your thoughts and let’s keep the conversation going!

You Might Also be Interested inNetworking Tips for MSPs: How to Build Relationships That ConvertTubbservatory Round-Up #32 – August 2024Tubbservatory Round-Up #30 – June 2024

IT Nation Connect Europe 25: The Highlights MSPs Need

IT Nation Connect Europe 2025 took place in London on 10-12th March, 2025, and was attended by some of the top Managed Service Providers (MSPs), most innovative vendors and most successful IT professionals from around the globe!

If you missed it, then Team Tubb were in attendance, and here are our highlights. And if you were there, please let us know what you enjoyed!

MC Dan Scott and the Lifetime Achievement Award

The event kicked off on 10th March, 2025 with a set of community meetings, followed by the opening keynote.

Our Master of Ceremonies (MC) for the full three-day event was Dan Scott of ConnectWise, who I interviewed in TubbTalk 117: How to Grow Your Business in an MSP Community Like IT Nation.

There was also a surprise moment when Raja Pagadala was given a Lifetime Achievement Award for his contributions to the Managed Services community.

Raja is the founder of The Final Step, one of London’s oldest and most successful MSPs. Raja is extremely well known and respected for his work in the Evolve peer groups, vendor advisory boards and being a real go-giver in the community. It was a delightful moment to see Raja being acknowledged and honoured!

If you’d like to hear more about Raja’s amazing journey, check out TubbTalk 119: Why Building a White Glove MSP Leads to Better Client Relationships.

Evergreen’s Approach to MSP Growth and Legacy

When you’re a new MSP, or you’re in the thick of exciting growth and scale, it’s hard to imagine a time when you might want to do something else. But for most of us, at some point we’ll think about retirement or just moving on from our business.

And that’s where Evergreen come in. Isobelle Coventry and Craig Fulton took to the stage to explain how it’s a mergers and acquisition firm with a difference. Inspired by Berkshire Hathaway, Evergreen provides a permanent home for MSPs that ensures their legacy without removing the culture, brand or team. As Isobelle explained:

“Our decentralised approach means we’re not rolling up MSPs into a single brand. Instead, we focus on preserving what makes each business unique while driving value through pricing strategies, acquisitions, and vendor management.”

Manny Rivelo: Unlocking MSP Growth with the Right Platform Strategy

ConnectWise’s Chief Revenue Officer, Manny Rivello, spoke to the audience about the importance of the MSP community when you need help, support and advice.

Manny explains that for ConnectWise, their strategy has two core pillars, the first of which is community. And the second is platform.

“Our Asio platform is where real efficiency and profitability come into play. We’re not just building another set of tools; we’re creating a fully integrated platform designed to make life easier for MSPs. And it’s all a single pane of glass, to make managing tools easier.”

Manny explained that Asio lets users manage security, services and backups, make smarter decisions with integrated data and leverage automation and AI to eliminate inefficiencies. They partner with some of the biggest cloud marketplaces, such as Pax8, and are providing more opportunities than ever from MSPs to grow and scale.

How MSPs Can Thrive in the Age of AI and Automation

The IT industry is evolving faster than ever, says Jeff Bishop of ConnectWise, and it’s hard for MSPs to stay ahead and succeed. He points out that each shift we see creates challenges and opportunities, so to adapt to these, MSPs need efficiency, automation, and the right platform.

He shared that the average MSP relies on 27 different tools to run their business, making training and productivity a minefield. “So that’s where Asio, our all-in-one platform, comes in. We’ve designed it to simplify and centralise everything in one seamless solution.

“Powered by AI, it integrates the RMM and PSA tools MSPs use daily. It includes free security and backup 360 tools, and its streamlined automation will make everything easier. Asio frees your team from mundane tasks so they can focus on high-value work.”

Damien Harrison: Customer-First, Process-Driven: How MSPs Can Build Scalable Success

What can standardisation teach MSPs about customer buy in? Damien Harrison of Bondgate IT says that by learning from companies like Toyota and Amazon, we can flip our approach for scalable success. How? By starting with what the customer wants, and going from there.

“Quality, automation, and customer experience should be at the heart of everything we do, and that’s where standardisation fitss in. Toyota uses it to refine processes, improve efficiency and boost customer satisfaction. Seamless interactions make customers feel valued.”

But Damien cautions against waste, which is a pitfall for many MSPs in his view. “And that includes time and talent as well as resources. Every inefficiency impacts the bottom line so cut the waste if you can. That leads to faster response times, happier customers, and a more profitable business.”

Boss or Babysitter? How MSPs Can Build a Culture of Accountability

Has your MSP grown to the stage where you need employees? If so, you’ve probably realised that managing people is hard, right? And do you get frustrated when your team don’t do quite what you want them to? Unfortunately, Peter Melby, the CEO of New Charter Technologies, says that it’s your fault, not theirs.

“Many MSP owners fall into the babysitter trap—micromanaging every decision, which only breeds disengagement and dependency. You’ve not set expectations at the start to help to build trust and create a culture of accountability. And the more you babysit, the less your team is able to take ownership of anything.

The good news, though, Peter says, is that there is a solution and it’s known as directed autonomy. “People want freedom, but they also need clarity on expectations and a framework for success. They need to feel safe asking questions or admitting things have gone wrong. If they don’t they’ll hide problems. So a culture of honest feedback being the norm reduces problems down the line.”

Integrating AI and Automation for Business Success

James Allen from Pia, an AI-powered helpdesk, shared his view on how MSPs can leverage AI for business growth and success. “For us, the real opportunity lies in how businesses integrate it with automation.”

James went on to explain: “Think of AI as the “brain”—it understands problems, generates insights, and processes data—while automation is the “body” that executes tasks. Together, they create a seamless workflow that reduces inefficiencies and optimises service delivery.”

James went on to give an example of an American MSP who used AI to analyse and categorise late-night tickets. By automating resolutions, the response times are faster and a higher standard of service. Even better, work-life balance has improved for the employees, who no longer have to work late.

Robotics and the Future of Managed Services

One of our favourite talks was delivered by Phylip Morgan of Pax8, who highlighted a rapidly approaching future shaped by robotics, AI, and digital-first interactions.

Phylip urged MSPs to adapt quickly. He emphasised that MSP owners need to shift their mindset to managing endpoints beyond traditional laptops and mobiles—anticipating software-driven, autonomous devices like Tesla cars or drones.

Further, Phylip also stressed the importance of becoming digitally accessible 24/7, cautioning that MSPs who fail to offer online, anytime transactions risk becoming obsolete.

To prepare for this, MSPs should move from basic security towards deeper automation and embrace AI tools like Microsoft’s Copilot to streamline internal operations.

Ultimately, his message was clear: embrace technology-driven change, or risk being left behind.

I had the opportunity to speak with Phylip after his session to find out more, which you can view on the video below and on our YouTube channel.

Daniel Priestley: How to Have Clients Chase You so You’re Oversubscribed

The closing keynote was given by author, speaker and marketing expert Daniel Priestley. He explained that rather than MSPs chasing potential clients, you should get them to chase you. Daniel shared his five principles to make this happen so your business becomes oversubscribed.

First, he introduced the concept of demand and supply tension. Daniel explained this by showing that Rolex limit supply and build anticipation, whereas airlines offer their services more broadly. Next, he emphasised the need for a strong personal brand and the importance of visibility.

Third, MSP owners need to look for buying signals. This means that potential clients indicate their interest in your offers before you try to sell to them. Fourth, add tension by asking about their frustrations and goals. Help them see your solution as part of that desired future. And finally, create urgency to encourage them to make a decision. When they realise your solution is credible but scarce, they’ll buy.

I had the opportunity to sit down with Daniel and record an hour+ of conversation for TubbTalk – The Podcast for MSPs, so keep an eye out for that podcast episode (released soon).

Travelogue: IT Nation Connect Europe 2025

As the event was winding down, we hosted a special travelogue edition of our podcast, with me, my Team Tubb colleagues, Gudrun Lauret and Lenka Koppova, and Sean Lardo of ConnectWise.

As you’ll hear, this was a really fun conversation, with a lot of great thoughts from the 3-days in London.

So, have a listen to Travelogue: IT Nation Connect Europe 2025 for some more insights into the event!

Angels for Animals

Finally, we have to give a shout out to ConnectWise for supporting their chosen charity for IT Nation Connect Europe 25: Angels for Animals, a volunteer-led foundation dedicated to rescuing and caring for dogs in need.

As part of IT Nation Gives, attendees rallied behind the cause, surpassing the initial £3,000 fundraising goal to provide essential resources for rescued dogs.

This initiative highlights IT Nation’s commitment to making a meaningful impact beyond the tech industry, showing that even in a conference setting, collective generosity can create real change for animals in need.

If you’d like to continue supporting this wonderful cause, you can still donate and help make a difference—every contribution goes a long way in providing care and shelter for dogs in need.

And for an extra dose of joy, check out our short video featuring some of the adorable pups Angels for Animals have helped—watch it now over on LinkedIn!

Conclusion

IT Nation Connect Europe 25 was a great opportunity for MSPs, vendors and suppliers to meet, find collaboration opportunities and hear from some of the industry’s best experts.

This is one event that Team Tubb highly recommends for MSPs looking to grow their business. And the good news is, it’s an annual event, and tickets for the 2026 conference are already on sale!

We’d love to know what you thought of the event, and which of our highlights you enjoyed. Let us know in the comments!

You Might Also be Interested inIT Nation Connect Europe 2025: The MSP Community Event You Don’t Want to MissPodcast: Futurism, AI and Being Prepared: How Pax8 Supports MSPsThe Best, Must-Attend European MSS Events for MSPs

 

The MSP Playbook, AgoraPulse, and Need To Know Podcast

I’m thrilled to share our latest Tubbservatory weekly roundup with you. Navigating the ever-evolving landscape of managed services can be daunting, but with the right tools and insights, your business can thrive. This week, I delve into five essential resources that can transform your operations, boost productivity, and foster community connections. From playbooks to podcasts, let’s explore how these resources can support your growth journey.

1. The MSP Playbook to Working Smarter, Not Harder

“Work smarter, not harder” is a mantra many of us strive to live by. With the new eBook, “The MSP Playbook to Working Harder, Not Smarter,” by Amy Baninchak and Paul Schnakenburg, this concept is more attainable than ever. This guide is packed with actionable strategies on client onboarding, maintenance, and vendor management. Better yet, it’s available for free, thanks to cybersecurity experts Hornetsecurity.

*Access these insights today.*

2. AgoraPulse: Your Solution to Social Media Overwhelm

Feeling overwhelmed by social media? You’re not alone. AgoraPulse is the tool that has helped Team Tubb manage our social presence with ease. Centralising all platforms into one dashboard, it simplifies content scheduling, engagement, and performance analysis.

*Discover how this can streamline your MSP’s social media efforts.*

3. Need To Know Podcast with Robert Crane

Dive into Microsoft technologies with Robert Crane‘s “Need To Know Podcast.” Covering topics like SharePoint, Microsoft 365, and Azure, Crane provides invaluable insights to keep your MSP at the forefront of industry developments.

*Stay updated by subscribing.*

Tubbservatory: The 14 March 2025 Weekly Video

 

4. Virtual Freedom: Maximizing Productivity with Virtual Assistants

Chris Ducker‘s “Virtual Freedom” is a must-read for MSPs looking to scale efficiently. By integrating virtual assistants, you can offload administrative tasks, allowing your team to focus on high-value activities.

*Explore this guide and other growth recommendations.*

5. Zunepedia: A Nostalgic Treat for Tech Enthusiasts

For a nostalgic break, Peter Bull‘s “Zunepedia Digital Coffee Table Book” offers a delightful look back at Microsoft’s Zune. This free download is a reminder of the importance of innovation and learning from both triumphs and setbacks.

*Enjoy this trip down memory lane.*

These resources are more than just tools; they are building blocks for a successful MSP business. Implementing even one can significantly impact your operations. What challenges could you overcome by working smarter? 

How might community connections enhance your growth?

By engaging with these resources and sharing your experiences, you contribute to a stronger, more innovative MSP community. Remember, local support amplifies our collective success, shaping a vibrant ecosystem that benefits us all. Let’s continue building better businesses together.

For ongoing insights and resources, don’t forget to subscribe to my weekly MSP Insights newsletter at tubb.co/nl. Let’s continue to build better businesses together!

You Might Also be Interested inThe Best, Must-Attend European MSS Events For MSPsTubbservatory Round-Up #32 – August 2024TubbTalk 163: Why Modern MSPs Need to be at UptimeLIVE

Bonusode: Futurism, AI and Being Prepared: How Pax8 Supports MSPs

In this special bonus episode of TubbTalk, recorded in person at IT Nation Connect Europe 2025, Richard Tubb catches up with Phylip Morgan, Chief Revenue Officer at Pax8. A futurist, Phylip spoke on stage on the topic of ‘the robots are coming.’

An Interview With Phylip MorganWhat MSPs Need to be Aware of With AI

AI is everywhere, and you can’t avoid it. Says Phylip, business and technology are changing in every sphere of life, and change is the only constant. As tech professionals, MSPs need to find a way to work with AI.

“Take COBOL programmers – how many of them still exist? Some are still needed as there’ll be a couple of companies still using it. That’s what we call ‘trailing edge tech’, so there’s a place for it.

“But we also need to embrace leading edge tech, because we can’t rely on older tools. So there’ll always be a place for the MSP, you just need to decide where your place is. If you can niche down, so much the better. The market is moving towards AI, so MSPs need to be aware of that when they build their businesses.”

The Pax8 Academy

The Pax8 Academy is a training and resource library available to access for free for all Pax8 partners. Phylip highlights the work done by Eric Mink, VP of AI Adoption. He supports MSPs looking to use AI with their clients, or to find new clients.

Next, he praises Andy Readman, who is one of the Academy leaders. He hosts the Data and AI masterclass, which has proved so popular that the upcoming sessions are fully booked. However, Phylip still recommends that partners get in touch for mor information and to look for a cancellation slot.

And the reason the masterclass is so popular? Because it helps MSPs who are just starting out with AI to organise their data strategy. And from there, to plan a data governance approach and then a security ring fence to make sure people can only access the right data.

The Pax8 and ConnectWise Partnership

Phylip explained that the majority of MSPs he speaks to are Microsoft users, which means that they need a lot of other products and tools to help them run their businesses.

“So all of those products need to be bought, deployed, managed and analysed. And we provide that in the Pax8 Marketplace. But until now, ConnectWise products weren’t available. We’re currently in the process of making that possible.

“And we’re looking at the way the products can be stacked together, too, so they can be integrated with solutions that you buy from other vendors. This is an exclusive partnership with ConnectWise, and we’re really excited about it.”

The Modern Way to use the MSP Marketplace

Phylip says that he and the Pax8 team understand that the way people make purchases are changing. “Young people don’t want to speak to someone before buying. They work late, decide they need something and want to click a button to buy the solution they’re after.

“So, while that’s different from how MSPs are used to working, we know that they need to have a way for people to buy from them whenever they want. Within the Marketplace, we’ve introduced what we call Storefronts. And these are virtual shop windows.

“An MSP can display all of the tools they have available, including any custom widgets or products they have. They can have as many as they like, and when a client is looking for something, they can go to a Storefront and buy whatever they need.”

How to Connect With Phylip MorganPax8Follow Pax8 on TwitterLike Pax8 on FacebookFollow Pax8 on LinkedInConnect with Phylip on LinkedInFollow Phylip on TwitterEmail PhylipHow to Connect With MeSubscribe to TubbTalk RSS feedSubscribe, rate, and review TubbTalk on iTunesSubscribe and rate TubbTalk on SpotifyFollow TubbTalk on iHeartRadioFollow @tubblog on TwitterMentioned in This EpisodeMSP events: IT Nation ConnectIT management software: ConnectWiseLearning platform: Pax8 AcademyCloud marketplace: Pax8 MarketplaceYou Might Also be Interested inPodcast: AI, the Future of Managed Services and Pax8 for MSPs: What You Need to KnowThe Best, Must-Attend European MSS Events for MSPsIT Nation Connect Europe 25: The MSP Community Event You Don’t Want to Miss

Travelogue: IT Nation Connect Europe 2025

Time for another Team Tubb Travelogue! This time, Gudrun Lauret catches up with Richard Tubb, Lenka Koppova and special guest, Sean Lardo of ConnectWise, who are in London for IT Nation Connect Europe 2025.

Grab a cup of your favourite tea or coffee, relax and join them for a fun conversation about the highlights from this big event.

Richard gives shoutouts to Southern IT and Damien Harrison of North-East MSP Bondgate IT, Lenka shares her event highlights and Sean explains how they organise the conference.

Plus… the Team Tubb Travelogue Quiz is back! Can answer Richard, Lenka and Sean answer Gudrun’s London-themed questions?

Also Mentioned in the PodcastWhy Daniel Priestley was picked as a keynoteThe importance of community for ConnectWiseWhy competitors aren’t excludedWhy MSP community members are invited to speakWill IT Nation Connect Europe happen next year?Charitable giving, beard shaves and doggiesWhat is the TubbTalk Travelogue?

These are ad-hoc, bonus episodes of our regular TubbTalk podcast, recorded live at an event. A member of TeamTubb calls Richard for an on-the-ground update on what they’ve learned and their highlights from the day.

Listen to the Travelogue from IT Nation Connect Europe 2025What to Know About IT Nation Connect Europe 2025

IT Nation Connect Europe 2025 is a three-day event designed for managed service providers (MSPs) who want to enhance their business value and gain a competitive edge in today’s rapidly evolving technology landscape.

Organised by ConnectWise, the event features keynote speakers, breakout sessions, exhibition stands, specialist meet-ups (women in tech, M&A, cybersecurity) and networking and socialising opportunities galore. It’s one of the best events for forward-looking MSPs.

You Might Also be Interested inPodcast: Travelogue: Pax8 Beyond EMEA 24Why Modern MSPs Should Embrace All Kinds of Networking GroupsPodcast: How to Grow Your Business in an MSP Community Like IT Nation

Were you at IT Nation Connect Europe 2025 too? Send us a voice recording with your highlights, and we’ll add your comments to our next Team Tubb Travelogue!

TubbTalk Spinoff: Wired for Connection: Championing Minorities in Tech for Success

Welcome to episode one of Wired for Connection! This is a TubbTalk spinoff show, hosted by Operations Manager Lenka Koppova and Vera Tucci, the co-founder and CEO of T-Consulting, an MSP and COMIT.

Vera is a passionate advocate for diversity, inclusion, and authentic leadership in the IT and MSP space. Inspired by a conversation she had with Lenka and Team Tubb’s Kareena Barat, Vera agreed to be the co-host of this new show.

Wired for Connection isn’t just a podcast; it’s a mission. It creates a space for every perspective and voice in tech. And every guest can share their unfiltered and unapologetic story and take on the industry. Lenka and Vera will champion those voices that too often have been left out and unheard.

A Chat with Lenka Koppova and Vera TucciWhat it’s Like as a Female Leader in the IT Space

Vera thinks that one of the reasons women struggle in tech is down to their sense of perfectionism. She explains: “We want to get it all in order before we speak up. We want to be in control, so nobody can surprise us with a question we can’t answer.

“We feel unprepared for this kind of environment. And that might be because we don’t have a technical background, so it translates to a lack of confidence. Because the IT space is welcoming, but it has its own language and rules, which is intimidating.

“That creates a distance between us and the technicians, who are often. For the first eight years of my career, I didn’t feel like I fit in. I found it hard to speak up or share my view. And it’s my company! But I felt that my team knew more than me, so I should keep quiet.

“So that’s what we want to dismantle. Too many women don’t feel that they can be leaders, because we’re not raised that way. So we have to rewire ourselves. We have to give ourselves the confidence to speak up and lead.”

Why There’s Space for Everyone at the Table

Both Lenka and Vera are keen to say that more women in IT (or any industry) doesn’t mean more competition. As Lenka says: “There aren’t a limited number of seats at the table. You don’t have to have a token representative of a minority just to comply with diversity rules.

“Instead, we’re coming from a place of abundance. There’s room for everyone, and the more the merrier. We want more diversity, creativity and different perspectives. Because that creates stronger, faster growth and healthier companies.

“And just as everyone is welcome in the IT industry, we don’t have barriers for who our podcast guests are. If you have a story that you’re willing to share, we want to hear from you. Tell us how you overcame adversity.”

Why Wired for Connection are Championing Diversity

There’s no scarcity, says Vera. Everyone can have a place and we can all thrive. She gives the example of when she delivered a talk about being a woman in the tech space and how their experiences can be improved.

“And at the end, a man in the front row asked, ‘Isn’t that discrimination against men?’ I’ve met him twice since, and he’s very embarrassed that he asked that. Because promoting diversity doesn’t mean someone is left out. The opposite is the case.

“Diversity and inclusion (D&I) means there’s space for every voice. If I have a seat at the table, you won’t lose your chair. Instead, we squeeze in another chair and have a different kind of conversation. Don’t fear D&I – there are no negative consequences to being inclusive.”

Who’s a Good Wired for Connection Guest?

So, what kind of guests are the Wired for Connection co-hosts looking for? Vera says she has a list of dream people she’d love to interview. “They’re from all roles and backgrounds, and have taken different paths to get to where they are now. 

“The people I have in mind have a very specific, human approach to sharing stories. But when they’re on stage, they don’t get to share their whole journey, so that’s what I’d like to talk to them about. And I’d like to chat to men who are allies for women and minorities in tech.”

For Lenka, as she’s still new to the industry, she’s keen to learn more about different communities and how people around the world approach running an MSP (managed service provider) business or working in IT.

“So for me, it’s a journey of learning and discovery. I want to open up new doors to learn more about the industry. I’m looking for the people who aren’t always so visible, rather than the usual people you meet at events.”

How to Connect With Vera TucciT-ConsultingFollow T-Consulting on LinkedInFollow T-Consulting on FacebookFollow T-Consulting on TwitterConnect with Vera on LinkedInHow to Connect With Richard Tubb/Follow TubbTalkSubscribe to TubbTalk RSS feedSubscribe, rate and review TubbTalk in iTunesSubscribe, rate and review TubbTalk on Stitcher RadioSubscribe and rate TubbTalk on SpotifyFollow TubbTalk on iHeartRadioFollow @tubblog on TwitterMentioned in This EpisodeCloud marketplace: Pax8IT conference: Pax8 BeyondIT peer group: IT NationYou Might Also be Interested inPodcast: Co-Managed IT, Cybersecurity and Imposter Syndrome: Top Tips for MSPsThe Lowdown: Women in Tech Meetup: Pax8 Beyond EMEAPodcast: How to Manage Remote MSP Teams and Build a Strong Company Culture

Leveraging Redstor, Magai, and Chris Tate’s Expertise

Running a Managed Service Provider (MSP) business can sometimes feel like juggling flaming torches—exciting yet fraught with challenges. However, with the right resources and strategies, you can transform your MSP into a powerhouse of efficiency and growth. This week, I’m thrilled to share five incredible resources to help you supercharge your business and simplify your operations.

1. Protect Client Data Effortlessly

Data protection is a cornerstone of any successful MSP. Enter Redstor, a cloud-first backup solution that allows instant recovery of files and systems without the need for hardware. Its advanced AI-powered malware detection makes it an indispensable tool for MSPs committed to security.

By integrating Redstor into your strategy, you’re not just safeguarding your clients’ data—you’re building trust and reliability.

*Learn more here.*

2. Optimise with AI

In today’s fast-evolving technological landscape, leveraging AI can set you apart. Magai provides a seamless integration of AI tools like ChatGPT and Claude under one subscription. This not only saves costs but also enhances team collaboration by allowing shared prompts and workflows. AI isn’t just the future; it’s the present solution to drive efficiencies and innovations within your team.

*Start here.*

3. Learn from the Best

Gaining insights from industry veterans can profoundly impact your business tactics. Chris Tate’s 50th podcast episode offers a deep dive into his MSP journey, featuring an engaging interview with Scott Tyson. The episode is brimming with practical advice and experiences that can inspire and guide your own MSP path.

*Listen here.*

Tubbservatory: The 7 March 2025 Weekly Video

 

4. The Unbreakable Rules of Service Delivery by Karl Palachuk

How can you guarantee that your company delivers great service, has a great culture, and still manages to stay profitable? I’d recommend MSPs read “The Absolutely Unbreakable Rules of Service Delivery: How to Manage Your Business to Maximise Customer Service, Profit, and Employee Culture” by MSP legend Karl Palachuk.

*Get the book.*

5. IT Nation Europe 2025 – London, 10th-12th March

Finally, next week sees the huge IT Nation Europe 2025 event come to London from 10-12th March. Promising to be one of the top events on the European MSP calendar, keynoted by Daniel Priestley, and attended by the industry’s top MSPs and experts, Team Tubb will be on hand to bring you all the news, information, and interviews from the three days. I’m told there are just a handful of tickets left, so grab yours using the code TUBB25 for a discount, and we’ll see you in London!

*Sign up today!*

Local businesses are the heartbeat of our communities, and MSPs play a crucial role in supporting them with robust IT solutions. As you explore and implement these resources, consider how your actions can positively impact local businesses and foster community growth. What steps will you take today to optimise your MSP operations? How can you further support the local businesses you serve?

For ongoing insights and resources, don’t forget to subscribe to my weekly MSP Insights newsletter at tubb.co/nl. Let’s continue to build better businesses together!

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